Methods and systems to facilitate a purchase of an item on a network-based marketplace

ABSTRACT

A method and system to facilitate a purchase of an item on a network-based marketplace. The system receives a request from a first user on a network-based social platform. The request identifies a virtual gift. Next, the system associates the virtual gift to an item for sale on the network-based marketplace. Finally, the system communicates interface information that enables the first user to purchase the item on the network-based marketplace.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.14/795,765, filed on Jul. 9, 2015, now U.S. Pat. No. 10,037,564, issuedon Jul. 31, 2018; which is a continuation of U.S. patent applicationSer. No. 13/975,132, filed on Aug. 23, 2013, now U.S. Pat. No.9,092,819, issued on Jul. 28, 2015; which is a continuation of U.S.patent application Ser. No. 13/525,098, filed on Jun. 15, 2012, now U.S.Pat. No. 8,560,397, issued on Oct. 15, 2013; which is a continuation ofU.S. patent application Ser. No. 12/104,270, filed on Apr. 16, 2008, nowU.S. Pat. No. 8,438,069, issued on May 7, 2013; which claims the benefitof U.S. Patent Application Ser. No. 60/983,101, filed on Oct. 26, 2007and U.S. Patent Application Ser. No. 60/957,645, filed on Aug. 23, 2007;the disclosures of all of these applications and patents areincorporated by reference herein.

FIELD

Embodiments relate generally to the technical field of datacommunications and, in one example embodiment, to multi-computer datatransferring.

BACKGROUND

Applications available on the Internet have progressed from facilitatinga medium of information delivery to a venue for sales and more recentlyto a platform for social networking. Online market places such asAmazon.com and eBay.com are examples of online sellers. Similarly,mySpace.com and Facebook.com are examples of social networking. Merginga venue for sales with a social network platform presents challenges.Specifically, new challenges may be found in utilizing featuresavailable on marketplace on a social shopping platforms.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a network diagram depicting a system, according to one exampleembodiment, having a client-server architecture;

FIG. 2 is a block diagram depicting application and profile interfaces,according to one example embodiment;

FIG. 3 is a network diagram depicting a system, according to one exampleembodiment, that processes a request received by an applicationinterface received via a network-based social platform;

FIG. 4 is a network diagram depicting a system, according to one exampleembodiment, that processes a request received by a profile interfacereceived via a network-based social platform;

FIG. 5 is a block diagram illustrating social applications, according toan embodiment;

FIG. 6 is a block diagram illustrating a database, according to anembodiment, coupled to a network-based social platform;

FIG. 7 is a block diagram illustrating marketplace and paymentapplications, according to an embodiment;

FIG. 8 is a block diagram illustrating information on a database,according to an embodiment, coupled to a network-based marketplace;

FIG. 9A is a block diagram illustrating a user table, according to anembodiment;

FIG. 9B is a block diagram illustrating an items table, according to anembodiment;

FIG. 10A is a block diagram illustrating a method, according to anembodiment, to generate a virtual gift based an item for sale on anetwork-based marketplace;

FIG. 10B is a block diagram illustrating a method, according to anembodiment, to facilitate a purchase of an item for sale on anetwork-based marketplace;

FIGS. 11-18 are diagrams illustrating user interfaces, according to anembodiment; and

FIG. 19 is a block diagram of a machine, according to an exampleembodiment, including instructions to perform any one or more of themethodologies described herein.

DETAILED DESCRIPTION

In the following description, for purposes of explanation, numerousspecific details are set forth in order to provide a thoroughunderstanding of an embodiment of the present disclosure. It will beevident, however, to one skilled in the art that the present disclosuremay be practiced without these specific details.

Platform Architecture

FIG. 1 is a network diagram depicting a system 10, according to oneexample embodiment of the present disclosure, having a client-server anda peer-to peer architecture. A social networking system facilitatesshopping activity, in the example form of a network-based marketplace12, and a network-based social platform 13 communicating over a network14. The network-based marketplace 12 and the network-based socialplatform 13 communicate in peer-to peer architecture via programmaticinterfaces. Further, the network-based marketplace 12 and thenetwork-based social platform 13 respectively communicate in aclient-server architecture with client machines 20, 22. Thenetwork-based marketplace 12, provides server-side functionality, viathe network 14 (e.g., the Internet) to the one or more client machines20 and 22. Similarly, the network-based social platform 13 providesserver-side functionality, via the network 14 (e.g., the Internet) tothe one or more client machines 20 and 22. FIG. 1 illustrates, forexample, a web client 16 (e.g., a browser, such as the Internet Explorerbrowser developed by Microsoft Corporation of Redmond, Wash. State), anda programmatic client 18 executing on respective client machines 20 and22.

Turning specifically to the network-based social platform 13, anapplication program interface (API) server 25 and a web server 27 arecoupled to, and provide programmatic and web interfaces respectively to,one or more application servers 29. The application servers 29 host oneor more social applications 31 and a network-based interface module 33.The application servers 28 are, in turn, shown to be coupled to one ormore databases servers 35 that facilitate access to one or moredatabases 37.

The social applications 31 provide a number of social networkingfunctions and services to users that access the network-based socialplatform 13. For example, the social applications 31 may enable a userto store information in a profile that may be viewed at the clientmachines 20, 22 and to selectively grant access of the profile to otherusers who may also view the profile at the client machines 20, 22. Thesocial applications 31 may provide criteria that may employed by a userto grant various levels of access to various levels of users. Forexample, a first user may access profile information associated with asecond user responsive to the first user achieving the status of“friend” in relation to a second user. A user may achieve the status offriend by accepting an invitation from another user or by sending arequest to a user that subsequently confirms the request.

The social applications 31 may further enable third party serviceproviders to add “applications” on the network-based social platform 13.The “applications” may be utilized by one user to interact with anotheruser. For example, a virtual gift application may be added by a thirdparty service provider in the form of a network-based marketplacevirtual gift module 39. The network-based marketplace virtual giftmodule 39 executes on the network-based social platform 13 to providevirtual gift services on the network-based social platform 13. In oneembodiment, a user that has added a virtual gift application may give orsend a virtual gifts to another user (e.g. friend) on the network-basedsocial platform 13. The virtual gift may include a image of an item forsale on the network-based marketplace 12 and other information includingthe name of the giver of the virtual gift, a personal note, and the dateand time the virtual gift was given. The giver of the virtual gift mayidentify the image in the virtual gift by selecting an item that is forsale (e.g., auction or purchase) on the network-based marketplace 12.The virtual gift and an optional personal note may both appear onvarious interfaces accessible to the recipient on other users on thenetwork-based social platform 13. Further, the virtual gift applicationmay enable a user on the network-based social platform to access thecorresponding item on the network-based marketplace via the virtualgift. In one embodiment a user on the network-based social platform 13may select the image included in the virtual gift to access thecorresponding item for sale on the network-based marketplace 12 topurchase the item. For example, the user may purchase the item byentering a winning bid in an auction for the item or paying apre-determined price for the item. Accordingly, the virtual giftapplication facilitates the interaction between users on thenetwork-based social platform 13 by enabling the users to exchangevirtual gifts that respectively correspond to items on the network-basedmarketplace that may be purchased on the network-based marketplace 12.Accordingly, a virtual gift may facilitate purchase of a correspondingitem on a network-based marketplace.

The network-based social platform 13 may be embodied as FACEBOOK®services, a social utility that connects people with friends and otherswho work, study and live around them provided by Facebook of Palo Alto,Calif.

The web client 16, it will be appreciated, accesses the various socialapplications 31 via the web interface supported by the web server 27.Similarly, the programmatic client 18 accesses the various services andfunctions provided by the social applications 31 via the programmaticinterface provided by the API server 25.

Turning to the network-based marketplace 12, an application programinterface (API) server 24 and a web server 26 are coupled to, andprovide programmatic and web interfaces respectively to, one or moreapplication servers 28. The application servers 28 host one or moremarketplace applications 30 and payment applications 32. The applicationservers 28 are, in turn, shown to be coupled to one or more databasesservers 34 that facilitate access to one or more databases 36.

The marketplace applications 30 provide a number of marketplacefunctions and services to users that access the marketplace 12. Thepayment applications 32 likewise provide a number of payment servicesand functions to users. The payment applications 32 may allow users toquantify for, and accumulate, value (e.g., in a commercial currency,such as the U.S. dollar, or a proprietary currency, such as “points”) inaccounts, and then later to redeem the accumulated value for products(e.g., goods or services) that are made available via the marketplaceapplications 30. While the marketplace and payment applications 30 and32 are shown in FIG. 1 to both form part of the network-basedmarketplace 12, it will be appreciated that, in alternative embodimentsof the present disclosure, the payment applications 32 may form part ofa payment service that is separate and distinct from the marketplace 12.The network-based marketplace 12 may be embodied as eBAY, the world'sonline marketplace, provided by eBay of San Jose, Calif.

Further, while the system 10 shown in FIG. 1 employs a client-serverarchitecture and a peer-to-peer architecture, the present disclosure isof course not limited to such architectures, and could equally well findapplication in any combination of client-server, distributed, orpeer-to-peer, architecture systems. The various marketplace and paymentapplications 30 and 32 could also be implemented as standalone softwareprograms, which do not necessarily have networking capabilities.

The web client 16, it will be appreciated, accesses the variousmarketplace and payment applications 30 and 32 via the web interfacesupported by the web server 26. Similarly, the programmatic client 18accesses the various services and functions provided by the marketplaceand payment applications 30 and 32 via the programmatic interfaceprovided by the API server 24. The programmatic client 18 may, forexample, be a seller application (e.g., the TurboLister applicationdeveloped by eBay Inc., of San Jose, Calif.) to enable sellers to authorand manage listings (e.g., items) on the marketplace 12 in an off-linemanner, and to perform batch-mode communications between theprogrammatic client 18 and the network-based marketplace 12.

It will be appreciated that the marketplace applications 30, paymentapplications 32, social applications 31 and the network-basedmarketplace interface module may execute on a single platform.Accordingly, in one embodiment, the aforementioned applications/modulemay execute on the network-based marketplace 12 and in anotherembodiment the aforementioned applications/module may execute on thenetwork-based social platform 13.

FIG. 1 also illustrates a third party application 38, executing on athird party server machine 40, as having programmatic access to thenetwork-based marketplace 12 via the programmatic interface provided bythe API server 24. For example, the third party application 38 may,utilizing information retrieved from the network-based marketplace 12,support one or more features or functions on a website hosted by thethird party. The third party website may, for example, provide one ormore promotional, marketplace or payment functions that are supported bythe relevant applications of the network-based marketplace 12.

FIG. 2 is a block diagram depicting profile interfaces 17 andapplication interfaces 19, according to one example embodiment. Theprofile interfaces 17 and application interfaces 19 may be used toaccess various features provided by the network-based social platform13. Specifically, the profile interfaces 17 may be used to access thefeatures generally provided to users of the network-based socialplatform 13 and the application interfaces 19 may be used to accessfeatures supported by applications that users may optionally add to thenetwork-based social platform 13. For example, the virtual giftapplication previously mentioned may be associated with a set ofapplication interfaces 19. The profile interfaces 17 are shown to beconnected by arrows that represents links that may enable the user tomove from one profile interface 17 to another profile interfaces 17 orfrom one profile interfaces 17 to an application interface 19. Theprofile interfaces 17 may include application integration informationthat may be provided by an application. For example, the virtual giftapplication may provide application integration information in the formof a link that may appear on a profile interface 17 enabling a requestfor an application interface 19 provided by the virtual gift application(e.g., home page). Also, for example, the virtual gift application mayprovide application integration information in the form of events thatmay appear on a profile interface 17 and chronicle the sending of avirtual gift.

It will be appreciated that while the above described profile interfaces17 and application interfaces 19 may be described and illustrated in thepresent application as user interfaces other examples may include othertypes interfaces including audio interfaces, machine interfaces, mediainterfaces, virtual reality interfaces, etc. Further for example, whereuser interfaces may utilize user interface elements other types ofinterfaces may utilize other types of interface elements including,merely for example, audio interface elements, machine interfaceelements, media interface elements, virtual reality interface elements,etc.

FIG. 3 is a network diagram depicting a system 43, according to oneexample embodiment, that processes a request received by an applicationinterface 19 via a network-based social platform 13. The system includesa client machine 20, a network-based social platform 13, and anetwork-based marketplace 12. A web client 16, at the client machine 20,may receive a selection of a user interface element included on theapplication interface 19 that is communicated in a request to thenetwork-based social platform 13. At the network-based social platform13, the social applications 31 may receive and communicate the request(operation A) to the network-based marketplace virtual gift module 39that, in turn, communicates the request to network-based marketplace 12(operation B).

At the network-based marketplace 12, the request may be received by thereceiving module 21 that, in turn, communicates the request to theprocessing module 23 that processes the request or communicates withother services provided by applications/modules on the network-basedmarketplace 12 that process the request. In some instances, theapplications/modules at the network-based marketplace 12 may communicatewith applications/modules on the network-based social platform 13 toservice the request (operation C). Next, the processing module 23 maycommunicate a response (operation D) that may include interfaceinformation to the network-based marketplace virtual gift module 39.

At the network-based social platform 13, the network-based marketplacevirtual gift module 39 receives the response and communicates theresponse including the interface information to the social applications31. The social applications, in turn, generate a profile interface 17 orapplication interface 19 that may include the interface information andcommunicate the interface to the client machine 20 (e.g., operation E).

One having ordinary skill in the art will appreciate that anotherembodiment may include the receiving module 21 and the processing module23 executing in a substantially similar manner on the network-basedsocial platform 13.

FIG. 4 is a network diagram depicting a system 45, according to oneexample embodiment, that processes a request received by a profileinterface 17 via a network-based social platform 13. The system 45includes a client machine 20, a network-based social platform 13, and anetwork-based marketplace 12. A web client 16, at the client machine 20,may receive a selection of a user interface element from a profileinterface 17 and communicate the selection in a request to thenetwork-based social platform 13.

At the network-based social platform 13, the social applications 31 mayreceive and communicate the request (operation A) to the network-basedmarketplace virtual gift module 39.

At the network-based marketplace 12, the processing module 23 orservices provided by applications/modules on the network-basedmarketplace 12 may communicate with applications/modules on thenetwork-based social platform 13 (operation A′). For example, theapplications/modules on the network-based marketplace 12 may communicateinterface information to the applications/modules on the network-basedsocial platform 13. The communication of interface information to thenetwork-based social application may be asynchronous to the request thatis received by the social applications 31.

At the network-based social platform 13, the social applications 31 maygenerate a profile interface 17 or application interface 19 thatincludes the interface information and communicate the interfaceinformation to the client machine 20 (e.g., operation E).

One having ordinary skill in the art will appreciate that anotherembodiment may include the receiving module 21 and the processing module23 executing in a substantially similar manner on the network-basedsocial platform 13.

Social Platform Applications

FIG. 5 is a block diagram illustrating social applications 31 thatexecute on the network-based social platform 13, according to anembodiment. The social applications 31 include news feed applications47, profile applications 49, note applications 51, forum applications53, search applications 55, relationship applications 57, networkapplications 59, communication applications 61, account applications 63,photo applications 65, event applications 67 and group applications 69.

The news feed applications 47 publish events associated with the userand friends of the user on the network-based social platform 13. Thenews feed applications 47 may publish the events on the user profile ofa user. For example, the news feed applications 47 may publish theuploading of a photo album by one user on the user profile the user andthe user profiles of friends of the user.

The profile applications 49 may maintain user profiles for each of theusers on the network-based social platform 13. Further, the profileapplications 49 may enable a user to restrict access to selected partsof their profile to prevent viewing by other users. The notesapplications 51 may be used to author notes that may be published onvarious user interfaces.

The forum applications 53 may maintain a forum for users to postcomments and display the forum via the profile associated with a user.The user may add comments to the forum, remove comments from the forumand restrict visibility to other users. In addition, other users maypost comments to the forum. The search applications 55 may enable a userto perform a keyword search for users, groups, and events. In addition,the search applications 55 may enable a user to search for content (e.g.favorite movies) on profiles accessible to the user.

The relationship applications 57 may maintain relationship informationfor the users. The network applications 59 may facilitate the additionof social networks by a user, the social networks based on a school,workplace, or region or any social construct for which the user mayprove an affiliation. The communication applications 61 may processincoming and outgoing messages, maintain an inbox for each user,facilitate sharing of content, facilitate interaction among friends(e.g., poking), process requests, process events, process groupinvitations and process communicating notifications.

The account applications 63 may provide services to facilitateregistering, updating, and deleting user accounts. The photoapplications 65 may provide services to upload photographs, arrangephotographs, set privacy options for albums and tag photographs withtext strings. The event applications 67 provides services to createevents, review upcoming events, and review past events. The groupapplications 69 may be used to maintain group information, display groupinformation, and navigate to groups.

FIG. 6 is a block diagram illustrating a database 37, according to anembodiment, coupled to a network-based social platform 13. The database37 is shown to include social platform user profile information 41 thatincludes a user profile information entry for each user on thenetwork-based social platform 13. The user profile information 42 entrymay be used to store information that may be associated with the user.For example, the user profile information 42 may store information thatmay be displayed on a user profile user interface as described furtherbelow.

Marketplace Applications

FIG. 7 is a block diagram illustrating multiple marketplace and paymentapplications 30 and 32 that, in one example embodiment of the presentdisclosure, are provided as part of the network-based marketplace 12.The marketplace 12 may provide a number of listing and price-settingmechanisms whereby a seller may list goods or services for sale, a buyercan express interest in or indicate a desire to purchase such goods orservices, and a price can be set for a transaction pertaining to thegoods or services. To this end, the marketplace applications 30 areshown to include one or more auction applications 44 which supportauction-format listing and price setting mechanisms (e.g., English,Dutch, Vickrey, Chinese, Double, Reverse auctions etc.). The variousauction applications 44 may also provide a number of features in supportof such auction-format listings, such as a reserve price feature wherebya seller may specify a reserve price in connection with a listing and aproxy-bidding feature whereby a bidder may invoke automated proxybidding.

A number of fixed-price applications 46 support fixed-price listingformats (e.g., the traditional classified advertisement-type listing ora catalogue listing) and buyout-type listings. Specifically, buyout-typelistings (e.g., including the Buy-It-Now (BIN) technology developed byeBay Inc., of San Jose, Calif.) may be offered in conjunction with anauction-format listing, and allow a buyer to purchase goods or services,which are also being offered for sale via an auction, for a fixed-pricethat is typically higher than the starting price of the auction.

Store applications 48 allow sellers to group their listings within a“virtual” store, which may be branded and otherwise personalized by andfor the sellers. Such a virtual store may also offer promotions,incentives and features that are specific and personalized to a relevantseller.

Reputation applications 50 allow parties that transact utilizing thenetwork-based marketplace 12 to establish, build and maintainreputations, which may be made available and published to potentialtrading partners. Consider that where, for example, the network-basedmarketplace 12 supports person-to-person trading, users may have nohistory or other reference information whereby the trustworthiness andcredibility of potential trading partners may be assessed. Thereputation applications 50 allow a user, for example through feedbackprovided by other transaction partners, to establish a reputation withinthe network-based marketplace 12 over time. Other potential tradingpartners may then reference such a reputation for the purposes ofassessing credibility and trustworthiness.

Personalization applications 52 allow users of the marketplace 12 topersonalize various aspects of their interactions with the marketplace12. For example a user may, utilizing an appropriate personalizationapplication 52, create a personalized reference page at whichinformation regarding transactions to which the user is (or has been) aparty may be viewed. Further, a personalization application 52 mayenable a user to personalize listings and other aspects of theirinteractions with the marketplace 12 and other parties.

In one embodiment, the network-based marketplace 12 may support a numberof marketplaces that are customized, for example, for specificgeographic regions. A version of the marketplace 12 may be customizedfor the United Kingdom, whereas another version of the marketplace 12may be customized for the United States. Each of these versions mayoperate as an independent marketplace, or may be customized (orinternationalized) presentations of a common underlying marketplace.

Navigation of the network-based marketplace 12 may be facilitated by oneor more navigation applications 56. For example, a search applicationenables key word searches of listings published via the marketplace 12.A browse application allows users to browse various category, catalogue,or inventory data structures according to which listings may beclassified within the marketplace 12. Various other navigationapplications may be provided to supplement the search and browsingapplications.

In order to make listings, available via the network-based marketplace12, as visually informing and attractive as possible, the marketplaceapplications 30 may include one or more imaging applications 58utilizing which users may upload images for inclusion within listings.An imaging application 58 also operates to incorporate images withinviewed listings. The imaging applications 58 may also support one ormore promotional features, such as image galleries that are presented topotential buyers. For example, sellers may pay an additional fee to havean image included within a gallery of images for promoted items. Furtherthe imaging applications 58 may support requests from the network-basedsocial platform 13 for images associated with items that may bepresented as virtual gifts to another user on the network-based socialplatform 13.

Listing creation applications 60 allow sellers conveniently to authorlistings pertaining to goods or services that they wish to transact viathe marketplace 12, and listing management applications 62 allow sellersto manage such listings. Specifically, where a particular seller hasauthored and/or published a large number of listings, the management ofsuch listings may present a challenge. The listing managementapplications 62 provide a number of features (e.g., auto-relisting,inventory level monitors, etc.) to assist the seller in managing suchlistings. One or more post-listing management applications 64 alsoassist sellers with a number of activities that typically occurpost-listing. For example, upon completion of an auction facilitated byone or more auction applications 44, a seller may wish to leave feedbackregarding a particular buyer. To this end, a post-listing managementapplication 64 may provide an interface to one or more reputationapplications 50, so as to allow the seller conveniently to providefeedback regarding multiple buyers to the reputation applications 50. Inaddition, the post-listing management applications 64 may facilitatetracking and organization of listings for a user by maintaining selectlistings in lists.

Dispute resolution applications 66 provide mechanisms whereby disputesarising between transacting parties may be resolved. For example, thedispute resolution applications 66 may provide guided procedures wherebythe parties are guided through a number of steps in an attempt to settlea dispute. In the event that the dispute cannot be settled via theguided procedures, the dispute may be escalated to a third partymediator or arbitrator.

A number of fraud prevention applications 68 implement various frauddetection and prevention mechanisms to reduce the occurrence of fraudwithin the marketplace 12.

Messaging applications 70 are responsible for the generation anddelivery of messages to users of the network-based marketplace 12, suchmessages for example advising users regarding the status of listings atthe marketplace 12 (e.g., providing “outbid” notices to bidders duringan auction process or to provide promotional and merchandisinginformation to users).

Merchandising applications 72 support various merchandising functionsthat are made available to sellers to enable sellers to increase salesvia the marketplace 12. The merchandising applications 72 also operatethe various merchandising features that may be invoked by sellers, andmay monitor and track the success of merchandising strategies employedby sellers.

The network-based marketplace 12 itself, or one or more parties thattransact via the marketplace 12, may operate loyalty programs that aresupported by one or more loyalty/promotions applications 74. Forexample, a buyer may earn loyalty or promotions points for eachtransaction established and/or concluded with a particular seller, andbe offered a reward for which accumulated loyalty points can beredeemed.

Application support applications 76 may provide services that supportapplications on remote platforms. For example, the application supportapplications 76 may include a receiving module 21 and a processingmodule 23 that may be used to provide services to the virtual giftapplication described herein that operates on a remote platform such asa network-based social platform. In other embodiments, the virtual giftapplication may operate on other types of remote platforms includingvarious communication hubs and forums that facilitate exchange ofcommunications between users.

Data Structures

FIG. 8 is a high-level entity-relationship diagram, illustrating varioustables 90 that may be maintained within the databases 36, and that areutilized by and support the marketplace and payment applications 30 and32. A user table 92 contains a record for each registered user of thenetwork-based marketplace 12, and may include identifier, addressinformation, financial information, account information pertaining toeach such registered user. A user may, it will be appreciated, operateas a seller, a buyer, or both, within the network-based marketplace 12.In one example embodiment of the present disclosure, a buyer may be auser that has accumulated value (e.g., commercial or proprietarycurrency), and is then able to exchange the accumulated value for itemsthat are offered for sale by the network-based marketplace 12. In oneexample embodiment of the present disclosure, each record in the usertable 92 may further include information for other platforms such as thenetwork-based social platform 13.

The tables 90 also include an items table 94 in which are maintaineditem records for listings of goods and services that are available tobe, or have been, transacted via the marketplace 12. Each item recordwithin the items table 94 may furthermore be linked to one or more userrecords within the user table 92, so as to associate a seller and one ormore actual or potential buyers with each item record.

A transaction table 96 contains a record for each transaction (e.g., apurchase transaction) pertaining to items for which records exist withinthe items table 94.

An order table 98 is populated with order records, each order recordbeing associated with an order. Each order, in turn, may be with respectto one or more transactions for which records exist within thetransactions table 96.

Bid records within a bids table 100 each relate to a bid received at thenetwork-based marketplace 12 in connection with an auction-formatlisting supported by an auction application 44. A feedback table 102 isutilized by one or more reputation applications 50, in one exampleembodiment, to construct and maintain reputation information concerningusers. In one embodiment, the reputation information may includefeedback records associated with transactions. A history table 104maintains a history of transactions to which a user has been a party.One or more attributes tables 106 record attribute informationpertaining to items for which records exist within the items table 94.Considering only a single example of such an attribute, the attributestables 106 may indicate a currency attribute associated with aparticular item, the currency attribute identifying the currency of aprice for the relevant item as specified in by a seller. A predeterminedsearch result table 110 may include predetermined search results ofimages associated with items for sale on the network-based platform. Theimages may be communicated to a network-based social platform fordisplay on the network-based social platform 13 and selection to createvirtual gifts on the network-based social platform 13.

FIG. 9A is a block diagram illustrating a user table 92, according to anembodiment. The user table 92 may include a record for each user on thenetwork-based marketplace in the form of a user information entry 160(e.g., user records). Each user information entry 160 may includevirtual gift information 162. The virtual gift information 162 may storeone or more virtual gift information entries respectively associatedwith a virtual gift that has been given by the user. Each virtual giftincludes a virtual gift identifier that identifies the virtual gift, arecipient identifier that identifies a recipient of the virtual gift, anitem identifier that identifies an item in the items table 94 thatincludes an image used to generate the virtual gift, deliveryinformation, message information that may contain a personal note fromthe user that sent the virtual gift, date information chronicling thedate the virtual gift was given and time information chronicling thetime the virtual gift was given.

The delivery information may be configured by the sender of the virtualgift who may specify a mode of delivery including a “public delivery”, a“private delivery” or an “anonymous delivery.” Selection of the “publicdelivery” mode may result in disclosure of the image, the personal note,and the identity of the sender to any user on the network-based socialplatform 13. Selection of “private delivery” mode may result indisclosure of the image and the identity of the sender to an user on thenetwork-based social platform 13 but limits the disclosure of thepersonal note to the sender and receiver. Selection of “anonymousdelivery” mode may result in disclosure of the image and the message toany user on the network-based social platform 13 but hides the identityof the sender.

The disclosure information may be configured by the receiver of thevirtual gift to specify a level of disclosure including a “private” and“public” level of disclosure. Selection of the “private” level mayresult in hiding the name of the user that sent the gift and a personalnote from the user. For example, the name and the personal note may behidden from any user on the network-based social platform 13 other thanthe sender and the receiver of the virtual gift 292. Selection of the“public” level of disclosure may result in disclosing the name of theuser that sent the gift and the personal note to any user on thenetwork-based social platform 13.

FIG. 9B is a block diagram illustrating an items table 94, according toan embodiment. The items table 94 may include a record for each item onthe network-based marketplace 12 in the form of an item informationentry 164 (e.g., item records). Each item information entry 164 mayinclude an item title, an item image, an item description, a startingbid, a predetermined price to purchase the item, auction timeinformation that may include the end time of the auction and shippinginformation that may include shipping costs.

FIG. 10A is a block diagram illustrating a method 168, according to anembodiment, to generate a virtual gift based on an item for sale on anetwork-based marketplace. Illustrated on the right are operationsperformed a the client machine 20, illustrated in the middle areoperations performed on the network-based social platform 13 andillustrated on the left are operations performed on the network-basedmarketplace 12.

The method 168 commences at the client machine 20, at operation 169,with a second user in the form of a giving user requesting to send avirtual gift to a first user in the form of a recipient user on thenetwork-based social platform 13. The request may include an itemidentifier that identifies an item for sale on the network-basedmarketplace 12, a recipient identifier that identifies the recipientuser that is to receive the virtual gift on the network-based socialplatform 13, delivery information that specifies a mode of delivery(e.g., public, private, anonymous), message information in the form of apersonal note to the recipient user, and a sender identifier thatidentifies the sending user. In one embodiment, an image of the item maybe selected from a set of predetermined search results that includeimages of items for sale on the network-based marketplace 12 that arerespectively associated with item identifiers. For example, thepredetermined search results may include images of items generated inresponse to a search parameters for a holiday (e.g., Valentine's Day,Halloween, Christmas, etc.) or a subject (humorous, stuffed animals,jewelry, etc.). In another embodiment, the user may enter keywords orother search parameters that may be used to identify items for sale onthe network-based marketplace.

At operation 170, the network-based social platform 13 receives andcommunicates the request to the network-based marketplace 12. Forexample, at the network-based social platform 13, the socialapplications 31 may receive the request and the network-basedmarketplace virtual gift module 39 may communicate the request to thenetwork-based marketplace 12.

At operation 171, at the network-based marketplace 12, the receivingmodule 21 receives the request and at operation 172, the processingmodule 23 may store the request and the current date and time in theuser table 92. Next, the processing module 23 may use the an itemidentifier and other information in the request to generate the virtualgift. For example, the processing module 23 may generate interfaceinformation that includes a virtual gift including a virtual giftidentifier, the name of the recipient user, an image that may beretrieved from the item table 94 based on the item identifier, and apersonal message from the giving user. At operation 173, the processingmodule 23 may communicate the interface information to the network-basedsocial platform 13.

At operation 174, at the network-based social platform 13, thenetwork-based marketplace virtual gift module 39 receives the interfaceinformation and communicates the interface information to the socialapplications 31 that, in turn, generate a user interface based on theinterface information and communicates the interface to the clientmachine 20.

At operation 175, at the client machine 20, the web client 16 mayreceive and displays the interface. In one embodiment, the interface mayinclude the generated virtual gift, as described above, and the string,“Gift Sent!!”

FIG. 10B is a block diagram illustrating a method 176, according to anembodiment, to facilitate a purchase of an item on a network-basedmarketplace. Illustrated on the right are operations performed a theclient machine 20, illustrated in the middle are operations performed onthe network-based social platform 13 and illustrated on the left areoperations performed on the network-based marketplace 12. The method 176commences at the client machine 20, at operation 177, with a first userin the form of a recipient user on the network-based social platform 13requesting display of the virtual gifts received by the recipient user.The request may include a recipient identifier that identifies therecipient user.

At operation 178, the network-based social platform 13 receive andcommunicate the request to the network-based marketplace 12. Forexample, in one embodiment, the social applications 31 may receive therequest and the network-based marketplace virtual gift module 39 maycommunicate the request to the network-based marketplace 12.

At operation 179, the receiving module 21, at the network-basedmarketplace 12, receives the request. At operation 181, the processingmodule 23 may use the recipient identifier to access the appropriateuser information 160 in the user table 92 to generate interfaceinformation including the virtual gifts received by the recipient user.For each virtual gift the interface information may include a virtualgift identifier, an image of an item for sale on the network-basedmarketplace 12, the name of the giving user, a date and time the virtualgift was given and a set of controls. At operation 183, the processingmodule 23 may communicate the interface information to the network-basedsocial platform 13.

At operation 185, the network-based social platform 13 receives theinterface information and communicates an interface to the clientmachine 20. For example, at the network-based social platform 13 thenetwork-based marketplace virtual gift module 39 receive the interfaceinformation that, in turn, communicates the interface information to thesocial applications 31 that, in turn, generates a user interface basedon the interface information and communicates the interface to theclient machine 20.

At operation 187, at the client machine 20, the web client 16 mayreceive and display the interface including one or more virtual giftsthat have been received by the recipient user.

At operation 189, at the client machine 20, the recipient user mayselect a virtual gift to request access to a purchase opportunity of anitem for sale on the network-based marketplace. For example, in oneembodiment, the recipient user may request a purchase opportunity of anitem by selecting an image included in a virtual gift. The selection maycause the web client 16, at the client machine, to communicate a requestthat includes a virtual gift identifier and a giving user identifier tothe network-based social platform 13.

At operation 191, the network-based social platform 13 receives andcommunicate the request to the network-based marketplace 12. Forexample, in one embodiment, the social applications 31 may receive therequest and the network-based marketplace virtual gift module 39 maycommunicate the request to the network-based marketplace 12.

At operation 193, the receiving module 21, at the network-basedmarketplace 12, receives the request. At operation 195, the processingmodule 23 may use the giving user identifier included in the request toaccess the appropriate user information 160 in the user table 92 toassociate the virtual gift to the appropriate item. In one embodiment,the processing module 23 may use the item identifier stored in the userinformation that may be accessed based on the giving user identifier. Inanother embodiment, the processing module 23 may use a mapping mechanismto map the virtual gift identifier in the request to an item identifier.At operation 197, the processing module uses the appropriate iteminformation 164 and the request to generate item interface information.The item interface information may include user interface elements thatenable the purchase of the item on the network-based marketplace 12. Atoperation 197, the processing module 23 may communicate the iteminterface information to the network-based social platform 13.

At operation 199, the network-based social platform 13 receives iteminterface information and communicates an interface. For example, thenetwork-based marketplace virtual gift module 39 may receive the iteminterface information and communicates the item interface information tothe social applications 31 that, in turn, may generate an interfacebased on the item interface information and communicate the interface tothe client machine 20.

At operation 201, at the client machine 20, the web client 16 mayreceive and display the interface including the item including userinterface elements that enable purchase the item.

At operation 203, at the client machine 20, the recipient user mayrequest a purchase the item. In the present example, the user mayrequest a purchase by selecting a user interface element to pay apredetermined price. Another example of purchasing the item may includethe user entering a winning bid amount and selecting a user interfaceelement to submit the winning bid.

At operation 205, the network-based social platform 13 receives andcommunicates the request to the network-based marketplace 12. Forexample, in one embodiment, the social applications 31 may receive therequest and communicate the request to the network-based marketplacevirtual gift module 39 that may, in turn, communicate the request to thenetwork-based marketplace 12.

At operation 207, the receiving module 21, at the network-basedmarketplace 12, receives the request and at operation 209, theprocessing module 23 may execute the purchase of the item for the user.

FIG. 11 is a diagram illustrating a user interface 180, according to anembodiment, of a user profile. The user interface 180 is a profileinterface 17 that may include user profile information 42 for the userfeatured by the user profile, Joe Doe, and application integrationinformation that includes interface information provided by the virtualgift application. The user interface 180 may be communicated by thenetwork-based social platform 13 to the client machines 20, 22. Userprofile information 42 may also be displayed to other users on thenetwork-based social platform 13 according to a status (e.g., “friend”)associated with the respective user. In one embodiment, the status of auser may be used to identify a quantity of information (e.g., userprofile information 42/application integration information) or a type ofinformation (e.g., user profile information 42/application integrationinformation) that is disclosed to the user. For example, a status of“favorite friend” may be associated with a greater level of disclosureof information than the status of “friend.”

The user interface 180 includes controls 182 to navigate to otherprofile interfaces 17, user information 184, event information 186,virtual gift application information 188, application link information190, and application navigation information. 192. The event information186 may include application integration information for the virtual giftapplication in the form of events. For example, the user interface 180includes a virtual gift and chronicles the user, Joe Doe, as giving agift to Jane Doe. The virtual gift includes an image that may beselected to receive an interface that enables purchase of thecorresponding item on the network-based marketplace 12. Further, thevirtual gift application information 188, application link information190, and application navigation information 192 respectively includeapplication integration information for the virtual gift application.The virtual gift application information 188 may enable the display ofvirtual gifts that have been given by other users to the featured user,John Doe. Further, the application link information 190 and theapplication navigation information may respectively include userinterface elements that that may be selected to enter the virtual giftapplication (e.g., XYZ Marketplace Gift Shop”) via an applicationinterface 19 provided by the virtual gift application.

FIG. 12 is diagram illustrating a user interface 200, according to anembodiment, to enable account linking. A user that desires to accessfeatures supported by the virtual gift application on the network-basedsocial platform 13 may: A) enter a username and password that isauthenticated by the network-based social platform 13, B) select a userinterface element associated with the marketplace application on a userinterface on the network-based social platform 13, C) select a userinterface element to install the network-based marketplace virtual giftmodule 39 for the user on the network-based social platform 13, D)select a user interface element 202, as shown on the user interface 200,to link an account of the user on network-based marketplace 12 to anaccount of the user on the network-based social platform 13, and E)enter a username and password that is authenticated by the network-basedmarketplace 12. Accordingly, successful completion of the abovementioned activities results in linking of marketplace and socialplatform accounts to enable access to the virtual gift application onthe network-based social platform 13.

FIG. 13 is diagram illustrating a user interface 210, according to anembodiment to add the virtual gift application. The virtual giftapplication may be added on the network-based social platform 13 byselecting a user interface element 212 on the user interface 210. Theuser interface 210 further enables the configuration of featuresprovided by the virtual gift application.

FIG. 14 is diagram illustrating a user interface 220, according to anembodiment, to send a virtual gift. The user interface 220 is anapplication interface 19 that includes interface information provided bythe virtual gift application. The user interface 220 includes an inputbox 222 that may be used to enter keywords to search for items that arefor sale on the network-based marketplace 12. The input box 222 isfurther associated with a user interface element 224 that may beselected to initiate the search. The search results may be displayed inthe middle section of the user interface 220 as multiple images 228. Theuser interface 220 further includes user interface elements 226 that maybe respectively selected to display items contained in predeterminedsearch results that are stored in the predetermined search result table110 on the network-based marketplace 12. For example, predeterminedsearch results may include random items, popular items, funny items,Halloween items, jewelry items, etc.

The user interface 220 may include search results that include multipleimages 228. Each image may be associated with a button 230 to identifythe image 228 for inclusion in the generation of a virtual gift. Eachimage 228 further corresponds to an item for sale on the network-basedmarketplace 12 that may be purchased by entering a winning bin in anauction or paying a predetermined price.

The input box 232 may receive the name of the user on the network-basedsocial platform to whom the virtual gift is being sent. The input box234 may be used to receive a message information in the form of personalnote that may be associated with the image 228 and communicated in thevirtual gift to the recipient user. The pull down menu 238 may be usedto select a method of delivery for the image 228 (e.g., “publicdelivery”, “private delivery” or “anonymous delivery”), as previouslydescribed. The user interface element 240 may be selected to send thevirtual gift.

FIG. 15 is diagram illustrating a user interface 250, according to anembodiment, displayed to a sender of a virtual gift responsive to theuser sending the virtual gift. The user interface 180 is an applicationinterface 19 that includes interface information provided by the virtualgift application. The user interface 250 includes a text string 252 thatidentifies user that is to receive the virtual gift. The virtual gift isshown to include message information 254 including a personal note fromthe sender of the virtual gift and an image 228 that corresponds to anitem for sale on the network-based marketplace 12. The image 228 may beselected to receive an interface that enables purchase of thecorresponding item on the network-based marketplace 12.

FIG. 16 is diagram illustrating a user interface 260, according to anembodiment. The user interface 260 may be communicated by thenetwork-based marketplace 12. The user interface 260 appears as a pop-upthat is displayed responsive to a selection of a virtual gift. In oneembodiment, selection of an image 228 included in a virtual gift thatappears on an application interface 19 communicated from thenetwork-based social platform 13 to a client machine 20, 22 may causedisplay of the user interface 260. The user interface includes iteminformation 164, as previously described, and user interface elements264, 266 that may be selected to purchase the item. For example, theuser interface element 264 may be selected to enter a winning bid topurchase the item and the user interface element 266 may be selected topurchase the item for a predetermined price.

FIG. 17 is diagram illustrating a user interface 280, according to anembodiment, of a user profile of a user that has received a virtualgift. The user interface 280 is a profile interface 17 that may includeuser profile information and application integration information thatincludes interface information provided by the virtual gift application.The user interface 280 is a user profile featuring a user Jane Doe. Theuser interface 280 includes an event 282 including a virtual gift andchronicling Jane Doe's receipt of the virtual gift from Joe Doe. Theimage 228 may be selected to receive an interface that enables purchaseof the corresponding item on the network-based marketplace 12.

FIG. 18 is diagram illustrating a user interface 290, according to anembodiment, of received virtual gifts. The user interface 180 is anapplication interface 19 that includes interface information provided bythe virtual gift application. The user interface 290 may includemultiple virtual gifts 292. Each virtual gift 292 may include an image228 of an item for sale on the network-based marketplace 12, a name 294of a user on the network-based social platform 13 that sent the virtualgift, an interface control 296 selectable to display the virtual giftsreceived by the sender of the virtual gift 292, a personal note 298 fromthe user that sent the virtual gift, a date and time 300 the virtualgift was given, and interface controls including interface controls 302,304, 306, 308, and 310. The image 228 may be selected to receive aninterface that enables purchase of the corresponding item on thenetwork-based marketplace 12.

The interface control 302 may be selected to delete the virtual gift292. The interface control 304 may be selected to configure disclosureinformation for the virtual gift 292 as previously described. Theinterface control 306 may be selected to regift or send the virtual gift292 to another user on the network-based social platform 13 that hasadded the virtual gift application. The interface control 308 may beselected to send a different virtual gift 292 to another user on thenetwork-based social platform 13 that has added the virtual giftapplication. The interface element 310 may be selected to send a messageto any user on the network-based social platform 13.

FIG. 19 is a diagrammatic representation of a machine in the exampleform of a computer system 1000 within which a set of instructions, forcausing the machine to perform any one or more of the methodologiesdiscussed herein, may be executed. In alternative embodiments, themachine operates as a standalone device or may be connected (e.g.,networked) to other machines. In a networked deployment, the machine mayoperate in the capacity of a server or a client machine in server-clientnetwork environment, or as a peer machine in a peer-to-peer (ordistributed) network environment. The machine may be a server computer,a client computer, a personal computer (PC), a tablet PC, a set-top box(STB), a Personal Digital Assistant (PDA), a cellular telephone, a webappliance, a network router, switch or bridge, or any machine capable ofexecuting a set of instructions (sequential or otherwise) that specifyactions to be taken by that machine. Further, while only a singlemachine is illustrated, the term “machine” shall also be taken toinclude any collection of machines that individually or jointly executea set (or multiple sets) of instructions to perform any one or more ofthe methodologies discussed herein.

The example computer system 1000 includes a processor 1002 (e.g., acentral processing unit (CPU) a graphics processing unit (GPU) or both),a main memory 1004 and a static memory 1006, which communicate with eachother via a bus 1008. The computer system 1000 may further include avideo display unit 1010 (e.g., a liquid crystal display (LCD) or acathode ray tube (CRT)). The computer system 1000 also includes analphanumeric input device 1012 (e.g., a keyboard), a cursor controldevice 1014 (e.g., a mouse), a disk drive unit 1016, a signal generationdevice 1018 (e.g., a speaker) and a network interface device 1020.

The disk drive unit 1016 includes a machine-readable medium 1022 onwhich is stored one or more sets of instructions (e.g., software 1024)embodying any one or more of the methodologies or functions describedherein. The software 1024 may also reside, completely or at leastpartially, within the main memory 1004 and/or within the processor 1002during execution thereof by the computer system 1000, the main memory1004 and the processor 1002 also constituting machine-readable media.

The software 1024 may further be transmitted or received over a network1026 via the network interface device 1020.

While the machine-readable medium 1022 is shown in an example embodimentto be a single medium, the term “machine-readable medium” should betaken to include a single medium or multiple media (e.g., a centralizedor distributed database, and/or associated caches and servers) thatstore the one or more sets of instructions. The term “machine-readablemedium” shall also be taken to include any medium that is capable ofstoring, encoding or carrying a set of instructions for execution by themachine and that cause the machine to perform any one or more of themethodologies of the present disclosure. The term “machine-readablemedium” shall accordingly be taken to include, but not be limited to,solid-state memories, optical and magnetic media, and carrier wavesignals.

Technology

The methods and systems describe herein may be embodied in any one ormore of the following technologies.

JavaScript

JavaScript is a client side object scripting language used by millionsof Web pages and server applications. With syntax similar to Java andC++, JavaScript may behave as both a procedural and object orientedlanguage. JavaScript is interpreted at run time on the client computerand provides various features to a programmer. Such features includedynamic object construction, function variables, dynamic scriptcreation, and object introspection. JavaScript is commonly used toprovide dynamic interactivity to Web-pages and interact with a pages'DOM hierarchy.

JSON

JSON is an acronym for JavaScript Object Notation, and is a lightweightdata exchange format. Commonly used in AJAX applications as analternative to XML, JSON is human readable and easy to handle in clientside JavaScript. A single function call to eval( ) turns a JSON textstring into a JavaScript object. Such objects may easily be used inJavaScript programming, and this ease of use is what makes JSON a goodchoice for AJAX implementations.

AJAX

AJAX is an acronym for Asynchronous JavaScript and XML but has becomesynonymous for JavaScript applications that use the HTTP Request object.AJAX allows websites to asynchronously load data and inject it into thewebsite without doing a full page reload. Additionally AJAX enablesmultiple asynchronous requests before receiving results. Overall thecapability to retrieve data from the server without refreshing thebrowser page allows separation of data and format and enables greatercreativity in designing interactive Web applications.

HTML Push/Comet

Comet is similar to AJAX insomuch that it involves asynchronouscommunication between client and server. However, Comet applicationstake this model a step further because a client request is no longerrequired for a server response.

Java NIO

Java NIO is an acronym for Java's New Input Output package, and is a newAPI that provides improved performance in such areas as buffermanagement, scalable network I/O, and file I/O. In particular, an NIOpackage may support non-blocking socket and file I/O. Non-blockingsockets remove the one socket per thread per client limitations oftraditional web server implementations. This allows web servers usingthe NIO package to service multiple clients with a limited number ofsockets and threads.

XSL

XSL is a transformation language that may be used to express XML in adifferent format. Similar to CSS, an XSL document describes how toformat an XML hierarchy into HTML or other formats. Generally XSL isused to generate dynamic HTML pages from XML input.

Other Technologies

An example embodiment may be implemented as a dynamic interface and usea set of tools consistent with this platform. In one embodiment, theserver technology may include Tomcat and utilize custom java servletswhich interface with a MYSQL database. In one embodiment, thecommunication protocol used for client server communication may be XML.XML may be transformed on the client side by XSL documents. Theinterface itself may use AJAX to dynamically load content into theinterface without refreshing.

Modules, Components and Logic

Certain embodiments are described herein as including logic or a numberof modules, components or mechanisms. A module, logic, component ormechanism (herein after collectively referred to as a “module”) may be atangible unit capable of performing certain operations and is configuredor arranged in a certain manner. In example embodiments, one or morecomputer systems (e.g., a standalone, client or server computer system)or one or more components of a computer system (e.g., a processor or agroup of processors) may be configured by software (e.g., an applicationor application portion) as a “module” that operates to perform certainoperations as described herein.

In various embodiments, a “module” may be implemented mechanically orelectronically. For example, a module may comprise dedicated circuitryor logic that is permanently configured (e.g., within a special-purposeprocessor) to perform certain operations. A module may also compriseprogrammable logic or circuitry (e.g., as encompassed within ageneral-purpose processor or other programmable processor) that istemporarily configured by software to perform certain operations. Itwill be appreciated that the decision to implement a modulemechanically, in the dedicated and permanently configured circuitry, orin temporarily configured circuitry (e.g., configured by software) maybe driven by cost and time considerations.

Accordingly, the term “module” should be understood to encompass atangible entity, be that an entity that is physically constructed,permanently configured (e.g., hardwired) or temporarily configured(e.g., programmed) to operate in a certain manner and/or to performcertain operations described herein. Considering embodiments in whichmodules or components are temporarily configured (e.g., programmed),each of the modules or components need not be configured or instantiatedat any one instance in time. For example, where the modules orcomponents comprise a general-purpose processor configured usingsoftware, the general-purpose processor may be configured as respectivedifferent modules at different times. Software may accordingly configurethe processor to constitute a particular module at one instance of timeand to constitute a different module at a different instance of time.

Modules can provide information to, and receive information from, othermodules. Accordingly, the described modules may be regarded as beingcommunicatively coupled. Where multiple of such modules existcontemporaneously, communications may be achieved through signaltransmission (e.g., over appropriate circuits and buses) that connectthe modules. In embodiments in which multiple modules are configured orinstantiated at different times, communications between such modules maybe achieved, for example, through the storage and retrieval ofinformation in memory structures to which the multiple modules haveaccess. For example, a one module may perform an operation, and storethe output of that operation in a memory device to which it iscommunicatively coupled. A further module may then, at a later time,access the memory device to retrieve and process the stored output.Modules may also initiate communications with input or output devices,and can operate on a resource (e.g., a collection of information).

What is claimed is:
 1. A method comprising: providing, on a first userinterface hosted by a first network-based platform, a first visuallyperceptible interface element that enables selection of an item that ispublished on a second user interface hosted by a second network-basedplatform, the first visually perceptible interface element beingprovided to a first client device via a first account of a first userwith the first network-based platform and being provided by a virtualgift software application associated with the second network-basedplatform and executing on the first network-based platform; receiving,at the first network-based platform, a first request from the firstclient device, the first request being in response to selection of thefirst visually perceptible interface element and identifying the item,the first request also identifying a second user who has a secondaccount with the first network-based platform; communicating, by thefirst network-based platform, the first request to the secondnetwork-based platform, the communicating of the first request to thesecond network-based platform being in response to the first requestidentifying the item and the item being published on the second userinterface of the second network-based platform; receiving, by the firstnetwork-based platform from the second network-based platform, firstinterface information that identifies a virtual gift with respect to theitem identified in the first request and that identifies the seconduser, the first interface information further including a secondvisually perceptible interface element that enables selection of thevirtual gift; and communicating, by the first network-based platform inresponse to the first interface information identifying the second user,the first interface information to a second client device via the secondaccount of the second user.
 2. The method of claim 1, furthercomprising: receiving, at the first network-based platform, a secondrequest from the second client device, the second request requestingvirtual gifts received by the second user; and communicating, by thefirst network-based platform, the second request to the secondnetwork-based platform, wherein the receiving and the communicating ofthe first interface information by the first network-based platform isin response to the communicating of the second request.
 3. The method ofclaim 1, further comprising: receiving, at the first network-basedplatform, a second request from the second client device, the secondrequest identifying the virtual gift and being in response to aselection on the second client device of the second visually perceptibleinterface element; communicating, by the virtual gift softwareapplication executing on the first network-based platform, the secondrequest to the second network-based platform; receiving, by the virtualgift software application from the second network-based platform inresponse to the second request, second interface information thatenables obtaining the item using the virtual gift and via the secondnetwork-based platform, the second interface information furtherincluding a third visually perceptible interface element that enablesselection of the item for redemption of the virtual gift via the secondnetwork-based platform; and communicating, by the first network-basedplatform, the second interface information to the second client devicevia the second account of the second user.
 4. The method of claim 3,further comprising: receiving, at the first network-based platform, athird request from the second client device, the third requestrequesting redemption of the virtual gift through purchase of the itemvia the second network-based platform and being in response to aselection on the second client device of the third visually perceptibleinterface element; and communicating, by the first network-basedplatform, the third request to the second network-based platform suchthat the second network-based platform executes the redemption of thevirtual gift by the second user.
 5. The method of claim 4, wherein thethird request includes disclosure information that identifies a privacylevel of publication of conveyance of the virtual gift by the first userwith respect to the second account of the second user and wherein themethod further comprises publishing the conveyance by the firstnetwork-based platform with respect to the second account of the seconduser according to the disclosure information.
 6. The method of claim 1,wherein the providing of the first visually perceptible interfaceelement is in response to the first user being a registered user of thesecond network-based platform.
 7. The method of claim 1, wherein thefirst request includes delivery mode information that identifies aprivacy level of publication of conveyance of the virtual gift by thefirst user with respect to the first account of the first user andwherein the method further comprises publishing the conveyance by thefirst network-based platform with respect to the first account of thefirst user according to the delivery mode information.
 8. One or morenon-transitory computer-readable media having instructions storedthereon that, in response to execution by one or more processors, causea system to perform operations, the operations comprising: providing, ona first user interface hosted by a first network-based platform, a firstvisually perceptible interface element that enables selection of an itemthat is published on a second user interface hosted by a secondnetwork-based platform, the first visually perceptible interface elementbeing provided to a first client device via a first account of a firstuser with the first network-based platform and being provided by avirtual gift software application associated with the secondnetwork-based platform and executing on the first network-basedplatform; receiving, at the first network-based platform, a firstrequest from the first client device via the first account of the firstuser, the first request being in response to selection of the firstvisually perceptible interface element and identifying the item, thefirst request also identifying a second user who has a second accountwith the first network-based platform; communicating, by the firstnetwork-based platform, the first request to the second network-basedplatform, the communicating of the first request to the secondnetwork-based platform being in response to the first requestidentifying the item and the item being published on the second userinterface of the second network-based platform; receiving, by the firstnetwork-based platform from the second network-based platform, firstinterface information that identifies a virtual gift with respect to theitem identified in the first request and that identifies the seconduser, the first interface information further including an image of theitem; and communicating, by the first network-based platform in responseto the first request being via the first account of the first user, thefirst interface information to the first client device via the firstaccount of the first user.
 9. The one or more non-transitorycomputer-readable media of claim 8, the operations further comprising:receiving, by the first network-based platform from the secondnetwork-based platform, second interface information that identifies thevirtual gift and that identifies the second user, the second interfaceinformation further including a third visually perceptible interfaceelement that enables selection of the virtual gift; and communicating,by the first network-based platform in response to the second interfaceinformation identifying the second user, the second interfaceinformation to a second client device via the second account of thesecond user.
 10. The one or more non-transitory computer-readable mediaof claim 9, the operations further comprising: receiving, at the firstnetwork-based platform, a second request from the second client device,the second request requesting virtual gifts received by the second user;and communicating, by the first network-based platform, the secondrequest to the second network-based platform, wherein the receiving andthe communicating of the second interface information by the firstnetwork-based platform is in response to the communicating of the secondrequest.
 11. The one or more non-transitory computer-readable media ofclaim 9, the operations further comprising: receiving, at the firstnetwork-based platform, a second request from the second client device,the second request identifying the virtual gift and being in response toa selection on the second client device of the third visuallyperceptible interface element; communicating, by the virtual giftsoftware application executing on the first network-based platform, thesecond request to the second network-based platform; receiving, by thevirtual gift software application from the second network-based platformin response to the second request, third interface information thatenables obtaining the item using the virtual gift and via the secondnetwork-based platform, the third interface information furtherincluding a fourth visually perceptible interface element that enablesselection of the item for redemption of the virtual gift via the secondnetwork-based platform; and communicating, by the first network-basedplatform, the third interface information to the second client devicevia the second account of the second user.
 12. The one or morenon-transitory computer-readable media of claim 11, the operationsfurther comprising: receiving, at the first network-based platform, athird request from the second client device, the third requestrequesting redemption of the virtual gift through purchase of the itemvia the second network-based platform and being in response to aselection on the second client device of the fourth visually perceptibleinterface element; and communicating, by the first network-basedplatform, the third request to the second network-based platform suchthat the second network-based platform executes the redemption of thevirtual gift by the second user.
 13. The one or more non-transitorycomputer-readable media of claim 12, wherein the third request includesdisclosure information that identifies a privacy level of publication ofconveyance of the virtual gift by the first user with respect to thesecond account of the second user and wherein the operations furthercomprise publishing the conveyance by the first network-based platformwith respect to the second account of the second user according to thedisclosure information.
 14. The one or more non-transitorycomputer-readable media of claim 8, wherein the providing of the firstvisually perceptible interface element is in response to the first userbeing a registered user of the second network-based platform.
 15. Theone or more non-transitory computer-readable media of claim 8, whereinthe first request includes delivery mode information that identifies aprivacy level of publication of conveyance of the virtual gift by thefirst user with respect to the first account of the first user andwherein the operations further comprise publishing the conveyance by thefirst network-based platform with respect to the first account of thefirst user according to the delivery mode information.
 16. A systemcomprising: one or more processors; and one or more non-transitorycomputer-readable media having instructions stored thereon that, inresponse to execution by the one or more processors, cause the system toperform operations, the operations comprising: providing, on a firstuser interface hosted by a first network-based platform, a firstvisually perceptible interface element that enables selection of an itemthat is published on a second user interface hosted by a secondnetwork-based platform, the first visually perceptible interface elementbeing provided to a first client device via a first account of a firstuser with the first network-based platform and being provided by avirtual gift software application associated with the secondnetwork-based platform and executing on the first network-basedplatform; receiving, at the first network-based platform, a firstrequest from the first client device, the first request being inresponse to selection of the first visually perceptible interfaceelement and identifying the item, the first request also identifying asecond user who has a second account with the first network-basedplatform; communicating, by the first network-based platform, the firstrequest to the second network-based platform, the communicating of thefirst request to the second network-based platform being in response tothe first request identifying the item and the item being published onthe second user interface of the second network-based platform;receiving, by the first network-based platform from the secondnetwork-based platform, first interface information that identifies thesecond user and that identifies a plurality of virtual gifts including aparticular virtual gift with respect to the item identified in the firstrequest, the first interface information further including a secondvisually perceptible interface element that enables selection of theparticular virtual gift; receiving, at the first network-based platform,a second request from a second client device via the second account ofthe second user, the second request requesting virtual gifts received bythe second user; and communicating, by the first network-based platformin response to the first interface information identifying the seconduser, the first interface information to the second client device viathe second account of the second user.
 17. The system of claim 16, theoperations further comprising: receiving, at the first network-basedplatform, a third request from the second client device, the thirdrequest identifying the particular virtual gift from the plurality ofvirtual gifts and being in response to a selection on the second clientdevice of the second visually perceptible interface element;communicating, by the virtual gift software application executing on thefirst network-based platform, the third request to the secondnetwork-based platform; receiving, by the virtual gift softwareapplication from the second network-based platform in response to thethird request, second interface information that enables obtaining theitem using the particular virtual gift and via the second network-basedplatform, the second interface information further including a thirdvisually perceptible interface element that enables selection of theitem for redemption of the particular virtual gift via the secondnetwork-based platform; and communicating, by the first network-basedplatform, the second interface information to the second client devicevia the second account of the second user.
 18. The system of claim 17,the operations further comprising: receiving, at the first network-basedplatform, a fourth request from the second client device, the fourthrequest requesting redemption of the particular virtual gift throughpurchase of the item via the second network-based platform and being inresponse to a selection on the second client device of the thirdvisually perceptible interface element; and communicating, by the firstnetwork-based platform, the fourth request to the second network-basedplatform such that the second network-based platform executes theredemption of the particular virtual gift by the second user.
 19. Thesystem of claim 18, wherein the fourth request includes disclosureinformation that identifies a privacy level of publication of conveyanceof the particular virtual gift by the first user with respect to thesecond account of the second user and wherein the operations furthercomprise publishing the conveyance by the first network-based platformwith respect to the second account of the second user according to thedisclosure information.
 20. The system of claim 16, wherein the firstrequest includes delivery mode information that identifies a privacylevel of publication of conveyance of the virtual gift by the first userwith respect to the first account of the first user and wherein theoperations further comprise publishing the conveyance by the firstnetwork-based platform with respect to the first account of the firstuser according to the delivery mode information.